Epiphone Graphic Standard Style Guide - Gibson

Graphic Standard Style Guide
performance is our passion

Epiphone Graphic Standard Style Guide
A company logo symbolizes a company’s strength, confidence, promise of quality and competence.
Proper treatment of a company logo ensures that it will be recognized amid communications clutter.
Graphic standards are a visual expression of our Company and serve as the foundation for our overall
communications strategy. A well-managed Graphic Standards program provides a consistent message and
image. It is extremely important that these standards be followed precisely to maintain the uniformity of
presentation necessary for successful promotional and sales efforts.
Our goal is to ensure that musicians and consumers alike throughout the world, recognize Epiphone’s
name and that which distinguishes it from all other brands. These standards are to be used by everyone
producing communications materials for Epiphone. Any exceptions to the standards outlined in this guide
must be approved by the Epiphone USA Marketing Department.
This Guide outlines the core elements of logo usage, how to apply them to printed and promotional
materials and provide a basis for greater consistency of graphic image and style for both in-house and
out-of-house usage. Possession of this Graphic Standards Style Guide does not relieve the holder from the
responsibility of obtaining company approval. Items of any kind that bear an Epiphone logo may not be
produced prior to approval by the Epiphone USA Marketing Department (615-391-2163) or through e-mail
at kent.allen@gibson.com.
Every employee is responsible for helping to make the Company’s communications strategy a success.
Please contact the Epiphone Marketing Department if you have questions about the policies or standards
in this manual.
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performance is our passion

Logo Guidelines
NEVER remove any element from the original logo artwork (ie., register mark etc.).
NEVER distort the logo (i.e. never condense or extend the logo, or make it bolder or thinner).
NEVER modify any of the letter forms.
NEVER reproduce the logo in an unauthorized color or on a background color that is not an authorized color.
NEVER use the logo in conjunction with any other logo unless approved by Epiphone USA Marketing Dept.
NEVER use the logo as headline type.
NEVER reproduce the logo over a complicated or patterned background.
NEVER surround the logo with another shape that could form a different mark.
NEVER angle the primary logo.
NEVER alter the proportion between the logo and any associated typography.
The Epiphone logo guidelines apply whether the logo is reproduced in color, reversed to white or in black
only. In addition, the relative size proportions and positioning of these logo elements should always remain
constant. Never attempt to recreate these logos. Epiphone logos can be secured by going online to our
website, at www.epiphone.com/press.
Contact the the Epiphone USA Marketing Department (615-391-2163) or through e-mail at
kent.allen@gibson.com, if electronic art or discs are needed.
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performance is our passion

The Official Logo
Primary Logo
The stylized Epiphone logo embodies over 130 years of musical instrument
excellence. Its roots date back to Epiphone’s founder, Anastasious Stathopoulo
and his son, Epiminados, who combined his nickname “Epi” with the Greek
word for sound or “phone” to come up with the Epiphone brand name. The
stylized “E” represents the Greek “e” or epsilon and is a proud
representation of Epiphone long heritage.
The tagline is very important to help better identify our business category,
particularly for non-musical consumers, and should be included. These logos
can be secured by going online to our website, at www.epiphone.com/press.
Color & Orientation Information
The Epiphone logo may be used in four standard color formats. No other
colors are acceptable.
• Black only
• White reverse out of Black background
• Two color: Red (PMS-185) and Black drop-shadow
• Two color: Red (PMS-185) and White drop-shadow
(When printing on a dark background, reversing the tag line to WHITE is acceptable.)
Size & Relation to Tagline
It is recommended that the minimum horizontal length of the logo
when used in printed materials from the left-most tip of the “E” to the
right-most edge of the last “e” is 2.375”. Never smaller than 0.750”.
Font: The tagline font is Adobe 16 pt Eurostile Demi Oblique, all
lower case.
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performance is our passion
performance is our passion
performance is our passion

Alternative Logo Versions
When faced with design restrictions or other considerations, the following
alternative version logo mark can be used. These logos can be secured by
going online to our website, at www.epiphone.com/press.
Secondary Mark - The Epiphone “E”
The stylized “E” mark is a powerful, visual brand reinforcement and should
be used in conjunction with the logo/tagline whenever appropriate.
Color & Orientation Information
The Epiphone “E” logo may be used in four standard color formats.
• Black only
• White reverse out of Black background
• Two color: Red (PMS-185) and Black drop-shadow
• Two color: Red (PMS-185) and White drop-shadow
(When printing on a dark background, reversing the tag line to WHITE is acceptable.)
It is most effective when used as a “ghosted” image somewhere in the
creative materials or prominently shown on a product. It can be depicted
horizontal or rotated 14o counter-clockwise. Some examples are shown
at right.
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performance is our passion

Positioning Statement
The Tagline - “Performance is our Passion”
In general, a positioning statement is…
• Often referred to or is similar in meaning to a “tagline.”
• Used in conjunction with the logo.
• Usually based on something called the USP (Unique Selling Proposition). In other words, the quality of the product
or services that makes it unlike any other competing product or service. (ie: What makes us different?)
• Honest and believable.
Given the above, “Performance is our Passion” is the positioning statement for Epiphone because…
• It speaks of our passionate pursuit to bring you the best-performing, best-value instruments and products.
• Incorporates “performance” referring to our.
* Better materials
* Better quality control
* Better designs
* 100% inspection
* Upgraded hardware including pickups, potentiometers and switches
* Broadest range of products – from bluegrass, to archtops to electrics
• Incorporates “performance” referring to several positive attributes such as:
* Performing with an instrument.
* Performance of our instruments/products.
* Performing at our best in all facets of our business – not just instruments but customer service, delivery,
quality and integrity.
• Incorporates the word “passion” which evokes a positive emotional response and ties into our “combing the ends
of the earth to bring you the best value” market position.
• It is HONEST and believable.
• It is consistent with all our attributes and is what makes us DIFFERENT from the competition.
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performance is our passion

Company Typography
The typefaces shown to the right are the only
acceptable typefaces for use in producing Epiphone
Company print materials. The following general guidelines
should be applied when producing Epiphone
Company print materials:
Body Text should be set Eurostile Condensed and or
Eurostile in no larger than 14 points and never smaller
than 7 points. Posters, displays, exhibits or other largescale
materials may use larger point sizes as approved
by the Epiphone USA Marketing Department.
Italic or Bold typefaces are used to show emphasis
on special or important information within body copy,
including headlines and subheads.
Eurostile Demi, Eurostile Demi Italic are to be used
for all headlines and subheads in printed material.
Use of any other typefaces in connection with the
logo must be approved by the Epiphone USA Marketing
Department.
EUROSTILE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
EUROSTILE ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
EUROSTILE CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
EUROSTILE CONDENSED ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
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performance is our passion
EUROSTILE DEMI
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
EUROSTILE DEMI ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Company Stationery Guidelines
EPIPHONE LETTERHEAD
The following are visual guides constructing artwork for
the Epiphone letterhead.
Please follow all guides closely and contact the Epiphone
USA Marketing Department with any questions.
Paper Stock
Strathmore Writing, Ultimate White, wove finish
80# Text
Trim Size
8.5" X 11"
Bleeds, 3 sides
Two-Color:
PANTONE ® Black, PANTONE ® 185 Red
• Please use the correct paper stock for all Epiphone Co.
stationery.
• These guides give measurements based on Quark Express
6.1. Artwork should be developed in this program to
avoid inconsistency in typesetting.
• A template has been developed for use in MS Word and is available
at www.epiphone.com/press.
.50”
1.125”
.3750”
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performance is our passion
1” 5”
.75”
Corporate relationship
is type set in Eurostile
6 point, with 2 point
kerning.
Guitar graphic can
be found at
www.epiphone.com/press
and is reduced 50%
of original.
Address block is type set
in Eurostile 7 point, with
21 point leading, with 5 point
kerning.Web address is
printed in PMS185.
Epiphone Logo is
1.5” wide and the
Tagline type set in
Eurostile Demi
Oblique 10 point,
with 3 point kerning.
Reverse to White
out of PMS 185.

Company Stationery Guidelines
EPIPHONE NO. 10 ENVELOPE
The following are visual guides constructing artwork for
the Epiphone letterhead.
Please follow all guides closely and contact the Epiphone
USA Marketing Department with any questions.
Paper Stock
Strathmore Writing, Ultimate White, wove finish
24# Standard No. 10 Envelope
.335”
Guitar graphic can
be found at
www.epiphone.com/press
and is reduced 50%
of original.
.335”
Address block is type
set in Eurostile 7 point,
with 30 point leading,
with 5 point kerning.
2”
Epiphone Logo is
1.138” wide and the
Tagline type set in
Eurostile Demi
Oblique 8 point,
with 3 point kerning.
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Trim Size
9.5" X 4.125"
Two-Color:
PANTONE ® Black, PANTONE ® 185 Red
performance is our passion
• Please use the correct paper stock for all Epiphone Co.
stationery.
• These guides give measurements based on Quark Express
6.1. Artwork should be developed in this program to
avoid inconsistency in typesetting.

Company Stationery Guidelines
EPIPHONE BUSINESS CARD
The following are visual guides constructing artwork for
the Epiphone letterhead.
Please follow all guides closely and contact the Epiphone
USA Marketing Department with any questions.
Paper Stock
Carolina 12pt. C2S
Backs of cards should display
images of an Epiphone headstock,
tightly cropped. It should
bleed four sides and be depicted
as a negative image.
It prints in PMS 185 Red.
.178”
Guitar graphic can
be found at
www.epiphone.com/press
and is reduced 55.7%
of original.
.178”
.17”
11
Trim Size
3.5" X 2"
Two-Color:
PANTONE ® Black, PANTONE ® 185 Red
performance is our passion
• Please use the correct paper stock for all Epiphone Co.
stationery.
• These guides give measurements based on Quark Express
6.1. Artwork should be developed in this program to
avoid inconsistency in typesetting.
2.371”
1.366”
Address block to flush left
from the right side of the
card.
Name is type set in Eurostile
Bold 9 point, with 9 point
leading.
Title is type set in Eurostile
Oblique 6 point, with 9 point
leading. Return once at 9
point.
Address is type set in
Eurostile 7.5 point, with 10
point leading.
All type prints Black EXCEPT
the web address, which prints
PMS 185 Red and is
Eurostile Oblique.
Epiphone Logo is 1.197” wide
and the Tagline type set in
Eurostile Demi Oblique 10
point, with 3 point kerning.
Let letters ascenders touch
the top of the color bar printed
in PMS 185 Red. Color bar
bleeds three sides.

Product & Artist Images
Product
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performance is our passion
The products that Epiphone make are a direct reflection on the brand. Therefore, the quality of every Epiphone product
image is very important in order to maintain a high-level and consistent brand image. Therefore, the following guidelines
should be adhered to:
Images: Epiphone USA has a complete library of current, price list model images available for use.
These images can be downloaded off the Internet at: www.epiphone.com/press
Image Usage: Acceptable orientation of guitars and other stringed instruments are as follows:
Right-Handed: From 12-o’clock (vertical) to 4-o’clock. Left-Handed: From 12-o’clock (vertical) to 8-o’clock.
Instruments should NEVER be shown upside down or completely opposite their normal playing position.
Artists Images
All “approved” artist images and stylized signatures/logos are available for downloading off the Internet at:
www.epiphone.com/press
Usage: It is VERY important and mandatory that the following rules are followed when using artist images in
communications materials.
With the exception of size and orientation, the image CANNOT be altered in anyway. It must be used AS IS.
Each artist is endorsing a specific PRODUCT and NOT the brand in general. The artist must be used in conjunction
WITH the associated Epiphone model. For example, John Lennon cannot be used without a corresponding image of
the John Lennon Casino.
Any advertisements featuring the use of artist images MUST be approved by the Epiphone USA Marketing Department.
Advertisements
In order to provide a consistent, worldwide message, we strongly encourage the use of our Epiphone USA advertisements
in all media. These advertisements can of course be tailored to your market with regards to language. These advertisements
are available for downloading off the Internet at: www.epiphone.com/press

Press Releases
Press Releases
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performance is our passion
Authorized PR Agency: Gibson Guitar Corp. has both in-house and out-of-house professional press relations people dedicated
to promoting the Epiphone brand name worldwide. The primary contact for this activity is:
Ms. Caroline Galloway
Caroline.Galloway@Gibson.com
Press Releases: Press releases and their corresponding formats can be downloaded off the Internet at:
www.epiphone.com/press
Reference Information
Downloading of Information off Internet: Our primary website for downloading all Epiphone Marketing and Advertising
related information is: www.epiphone.com/press
Any inquiries regarding this Style Guide or other Marketing and Advertising issues should be communicated to:
Jim Rosenberg
Epiphone USA
Jim.Rosenberg@Epiphone.com
831-469-4955 phone
831-469-4956 fax